Beruflich Dokumente
Kultur Dokumente
Module 1
Marketing Management
Nature of Marketing
Scope of Marketing
The Global Economy
The Income Gap
The Customer
Marketing Management
Marketing Defined
Exchange
&
Transactions
Marketers Relationships
& Markets &
Prospects Networks
Marketing Management
Societal
Marketing Concept
Necessary Ability to
Communicate
Conditions Offer
for Exchange
Freedom to
Accept or Reject
Desire to Deal
With Other Party
The Concept of Exchange
An agreement must be
reached
Customer Needs
Integrated Marketing
Profitability
Marketing Management
Customer Value
Total Customer Value: Product value, services value,
personnel value and image value.
Customer Value = Total benefits – total costs
Customer Satisfaction
“Satisfaction is person’s feelings of pleasure or
disappointment resulting from comparing a product’s
perceived performance (outcome) in relation to his or
her expectations”.
Marketing Management
Value Chain:
Bringing the material in the business, converting them
into final products, shipping, marketing and finally
servicing.
Customer Retention:
“Intent in developing strong bonds and loyalty with
their ultimate customers”.
Losing profitable customers can dramatically impact a
firms profits.
The cost of attracting a new customer is estimated to be
expensive than cost of keeping the existing customer.
Marketing Management
Relationship Marketing:
“Practice of building long-term satisfying
relations with key parties – Customers, suppliers,
distributors - in order to retain their long-term
preference and business”.
Marketing Management
Industry Competitor
Analysis Analysis
SWOT
(Strength-Weakness-Opportunity-Threat)